1 minute to grab the customer's marketing coup

Chapter 21 Capturing his "heart" in one minute (1)
The staff of the technical department knew about this problem. After a little research, they found that a certain type of copier can print large octavo after a little modification.After the salesman got this information, he went to see the supervisor of the unit and told him that Xerox was willing to solve the problem of large octavo copying for government agencies.

After the customer heard about it, they had an incomparably good impression of Xerox. In a very short period of time, this Xerox machine became the main model of government agencies.

Before you meet with potential customers, do you know in advance what problems customers are facing?What factors are bothering him?If you can express your concern for him from the standpoint of the customer with a caring attitude, so that he can feel that you are willing to work with him to solve the problem, he will definitely have a good impression of you immediately.

If you say to the customer, "I saw a new technical invention in a certain publication and think it is very useful for your factory", this kind of insight that can help the customer solve the problems he is facing will definitely whet his appetite.

At the same time, we should also have enough understanding of the customer, to grasp what they are most interested in, in order to prescribe the right medicine.For example, when a customer makes the company's copying costs increase year by year due to poor management, if you promise to help him solve the problem of copying management, the customer will definitely pay attention to every word you say.

If we provide the customer with very practical information and care about his vital interests, I believe he will definitely gain his respect and favor, and he will be impressed by our sales work.

Second, touch the most sensitive nerves of customers

All clients, no matter what they do, have a common sensitive nerve - money.

In life, none of us can do without money, basic necessities of life, daily necessities, rice, oil and salt, everything is related to money.Although we don't live for money, people live for money most of the time.Sima Qian wrote in "Historical Records": "The prosperity of the world is for profit, and the chaos of the world is for profit. The king of thousands of people, the lord of thousands of families, and the king of hundreds of families are still poor, but what's more... The morality of relatives and friends is lost due to wealth, and the feelings of father and son are for profit..."

It is a common characteristic of many modern people to be eager for success and profit. Therefore, quickly telling potential customers what major benefits he can get immediately is a good way to attract customers' attention.

For example, we can say:

"Director Li, your factory spends a lot on water and electricity bills every year, right? Let me tell you a way to save half of your water and electricity bills."

"Gong Sun, our machine is faster, consumes less power, and is more accurate than your current machine, which can reduce your production cost by 20%!"

"Mr. Zhang, are you willing to produce 5 more towels per month and reduce the cost by 5%?"

If you say such an opening sentence, I am afraid that no one will "reject you thousands of miles away" anymore.However, when we talk about money, we must not talk nonsense. We must analyze it clearly before drawing conclusions. You can’t ask how to save 20% of the cost.

Third, show that you are different
Every salesman should develop his own style and show his own uniqueness.Only in this way can you attract the attention of customers, and let customers remember you firmly among the countless salesmen they have encountered!Only by remembering you, people will think of you, call you and buy your products when they need you in the future!

A life insurance salesman in Germany printed the number "76600" on his business card. After seeing it, the customer felt very strange and asked, "What does this number mean?"

The salesman asked rhetorically, "How many meals will you eat in your lifetime?"

Almost no one could answer it. Seeing the puzzled and curious face of the customer, the salesman went on to say: "76600 meals! Assuming that the retirement age is 55 years old, based on the average life expectancy, you still have 19 years of food left. That is 20805 tons. Calculated in this way, in your lifetime..."

The salesman has attracted the attention of the customer with a novel business card. What method can you come up with to attract the customer effectively?
Fourth, ask the customer for advice and satisfy his vanity
Each of us has vanity, and the best way to satisfy people's vanity is to make the other person feel superior.

But not everyone can achieve success and satisfy their sense of superiority. On the contrary, most people live an ordinary life.And in our daily life, each of us is under different pressures, often unable to stretch our ambitions, and obeying others everywhere.So if you can give your client a taste of superiority, how can he not like you!

There are many ways to satisfy customers' vanity, among which it is a good way to take the initiative to show weakness and ask customers for advice.We can use the method of asking questions to customers to attract customers' attention, and at the same time let customers feel that they are respected and important.

Some people are good teachers and always like to guide and educate others to show their superiority.According to this psychological characteristic of people, we can deliberately find some questions that we don't understand, or ask customers for advice by pretending not to understand.For a salesman who humbly asks himself for advice, customers generally will not refuse.

We can say: "Chen Gong, you are an expert in computer. This is a new type of computer developed by our company. Please take a look and guide me to see if there are any problems in the design?" Naturally, he will cheerfully take the computer data in your hand, and once he is attracted by the advanced performance of this new computer, do you still worry about him not being tempted?

Asking customers for advice is a great way to get the attention of potential customers, especially if you ask some business-related questions.When customers express their opinions, on the one hand, you can attract the attention of customers and understand their ideas; on the other hand, you can also satisfy the superiority of potential customers to be consulted.

Although ingenious flattery and flattery can satisfy some people's sense of superiority, there are also times when they are self-defeating.If you ask a question that the client doesn't know about, it will be embarrassing, and the result is likely to backfire and make the client unhappy.Therefore, before asking a question, you must do sufficient pre-investigation to make sure that the customer can easily answer that question.

Therefore, you'd better be able to do what you like, and ask and praise the things that customers are most proud of.If the customer pays attention to dressing, you can ask him how to match the clothes; if the customer is an employee of a well-known company, you can express your envy that he can work in such a good company.

The customer's sense of superiority is satisfied, and the vigilance of meeting for the first time will naturally disappear, so that the distance between each other can be shortened quickly, and the "intimacy index" of both parties will quickly increase.

Fifth, be proactive and ask questions
As a salesman, although most of the time we are "Party B" and ask others to do things, sometimes we can also take the initiative to ask questions directly to customers, and use the questions we ask to attract customers' attention and interest.

For example, we can say: "Mr. Wang, what do you think are the main factors affecting the quality of your factory's products?"

Product quality is naturally one of the issues that the boss is most concerned about. If we ask this question, it will undoubtedly make the other party discuss with you in depth.

When using this technique, we should pay attention that the questions we ask must be the questions that the other party is most concerned about; the questions should be clear and specific, and should not be vague or ambiguous, so that it will be difficult to attract the attention of customers and make customers feel You are totally unprepared, unprofessional, and unconfident.

Sixth, use praise to capture his "heart"

We often meet people like this in our lives: he will say "excellent" for everything you say; he will say "excellent" for everything you do.I will never say "no" to you, but will follow your train of thought, follow your words, praise you, and praise you.

Such a friend, it is really hard to refuse!

We must remember He Shen in the TV series "Iron Teeth and Bronze Teeth Ji Xiaolan". Wang Gang's interpretation of He Shen is really vivid and penetrating.Seeing the wonderful places, it is always unavoidable to make people spit.He flattered and flattered Emperor Qianlong in every possible way, and he did almost everything.

what's the result?Emperor Qianlong knew that Heshen was corrupt and perverted the law, but he still couldn't do without him and was reluctant to punish him for his crimes. Why?Probably because there is such a slave by my side, it's like taking a hot spring bath or getting a pedicure anytime, anywhere, which is very comfortable and enjoyable.If you can't find such a person, how can you be willing to drive him away!
This is the weakness of human nature-everyone likes to listen to good things, and likes to be praised by others, whether it is sincere or false.Customers, as "people", are of course no exception, so we can effectively use this point: praise is a good way to get close to customers.

We can say this:
"Manager Gao, I heard Mr. Liu from Wumart Garment Factory praise you as a warm-hearted and forthright person, saying that doing business with you is the most enjoyable thing."

"Congratulations, Mr. Sun, I just saw your news in the newspaper. Congratulations on being elected as one of the top ten outstanding entrepreneurs."

In fact, people are all the same, they all like to hear compliments.If you keep "wearing a high hat" to your customers, it is easy for customers to "reject their hospitality".However, it should be noted that "wearing a high hat" must also be appropriate. If the words are too exaggerated and distorted, it is likely to make customers feel rebellious.

Therefore, when complimenting customers, we'd better be able to find out the characteristics that others may overlook, and let customers know that your words are sincere and from the heart.If your compliments to your clients come off as fake, it's pure flattery!

Praise is more difficult than flattery. It needs to be thought through first, not only must it be sincere, but also needs to choose the established target and have a certain understanding of it.For example: "Mr. Zhang, your house is really big and beautiful." This sentence sounds like flattery. "Mr. Zhang, the lobby of your house is really uniquely designed." This sentence is a compliment.Therefore, you must master the scale, and don't make it appear that you have no dignity and that the customer has no taste!
Seventh, use products to attract customers' attention
The core of marketing is the product, so product issues cannot be ignored.Use products to attract customers' attention and interest. The biggest feature of this method is to let the product "self-introduce" and use the characteristics of the product to attract customers.

When a salesman of a township enterprise put the leather shoes with novel design and exquisite workmanship produced by the factory on the desk of the manager of a commercial building, the manager couldn't help but his eyes lit up and asked, "Where are they made? How much is a pair?" The effect was immediate. .

A salesman from a watch case factory went to a certain watch factory to sell. He prepared a product box, which contained new products with exquisite production and unique design.After entering the door, he didn't say too much, just opened the box, which immediately attracted the factory's purchasing manager.

When introducing products, it is best to be able to demonstrate on the spot.A salesman can use a variety of dramatic gestures to demonstrate the features of the product that will best capture the attention of the customer.

For example, a salesman of fire protection supplies was not eager to speak when he saw a customer, but took out a fireproof clothing from his bag, put it into a large paper bag, and immediately ignited the paper bag.After the paper bag was burnt out, the clothes inside were still intact.This dramatic performance aroused great interest from the client.

If the salesman who sells high-end neckties blindly says: "This is a gentleman's high-end necktie, the quality is very good!" It's a gentleman's premium tie." That's all it takes to make an impression.

Eighth, mobilize the curiosity of customers

Psychological research shows that curiosity is one of the basic motivations of human behavior. Exploration and curiosity seem to be our nature.For UFO, cosmic black hole, time travel, Tunguska explosion, ancient Egyptian mummies, Kanas Lake monster and other mysteries and unsolved mysteries, who would not want to find out!

The same is true in marketing, those who are unfamiliar, unknown, unknown or different tend to attract the attention of customers more.That being the case, why don't we use the curiosity that everyone has to achieve our goals by mobilizing the curiosity of customers?
A salesman said to the customer: "Manager Zhang, do you know what the laziest thing in the world is?"

The customer was confused and curious, he had never heard such a strange question.

The salesman continued: "It's the money you're stashing away. They could have bought our air conditioners to keep you cool in the summer!"

A carpet salesman also adopted this strategy. He said to a hesitant customer: "For only 1 cents and 5 cents a day, you can have a carpet in your bedroom."

The customer was very surprised by this, and the salesman chased after the victory, and then said: "Your bedroom is 11 square meters, and the price of our carpet is 23 yuan per square meter, so it costs 5 yuan, right?"

"Ah."

"Let's go ahead and calculate that the carpets in our factory can be used for 5 years, 365 days a year. Calculated in this way, the average daily cost is only 1 cents!"

The salesman creates a mysterious atmosphere, arouses the curiosity of the other party, and then introduces the product to the customer skillfully when answering questions.In this way, customers will easily accept your product, and the effect is much better than introducing the product endlessly.

Finally, remember this sentence: the ordinary salesman always seeks to satisfy the customer's curiosity, but the salesman strives to stimulate the customer's curiosity.

Ninth, use small gifts to win the favor of customers

Most people have the mentality of being greedy for petty gains, so shrewd merchants will always make reasonable use of this mentality for sales promotion. This is buy-gift marketing.The so-called buying gift means that when consumers buy a certain product, they will give other gifts as additional gifts. I believe we often encounter this situation when shopping in supermarkets.

Gifts can be given during promotions in supermarkets. When we promote our products, why can’t we just do the same and give customers some affordable small gifts?

(End of this chapter)